We are a very long way removed from the original Air Jordan 5 release, now 35 years ago.
In those three and a quarter decades, sneakers evolved from functionality to lifestyle. Of course, in said time, Jordan Brand went from a signature sneaker line to a beloved cornerstone of cool.
Part of the cool factor that comes with sneakers is the slick nicknames that they come to have. Used to bolster the knowledge of sneaker heads, or to differentiate heat from bricks, nicknames now have a long history of existing in the sneaker space.
That wasn’t always the case when it came to Jordan Brand sneakers. In Michael Jordan’s prime days, his now iconic sneakers were often released in only about four colorways per signature model.
In 2025, we are seeing a Jordan retro weekly- whether it be a classic colorway making a triumphant return or a completely new colorway. This, in turn, means new sneakers need a new way to be identified- and the nicknames that are often associated with them have catapulted several non-OGs to success.
Japanese Magazine featuring some of the 1989 Air Jordan Four lineup
Pairs like the Shattered Backboards, Columbias, Toro Bravo, and many- and I mean many- more colorways have been created for Jordan Retros that did not release in the original Air Jordan lines of their respective sneakers. Of course, the sneakers became so popular because they were placed on classic silhouettes, used premium materials, and featured creative colorblocking. That said, they have sustained said popularity through the success of their predecessors and the nicknames and lore that may surround them.
That is not to say the Shattered Backboard 2.0 is not as good as the original Shattered Backboard- or that the Toro Bravo 4 doesn’t hold a candle to the Toro Bravo 5, but simply that the success of the Shattered Backboard and the Toro Bravo 5 gave space for any future iterations of that colorway to succeed. And succeed they have.
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One of the hottest nicknames, pun painfully intended, for Jordan Brand is the Fire Red nickname.
It arrived from, of course, the deep and vibrant hit of red that was prominently featured on original Air Jordan sneakers. Naturally, the color became an expectation of sneakers throughout Jordan’s prime- considering the NBA required players’ footwear to match their uniforms at the time. In turn, the hot hit of red became synonymous- and a legend was born.
An envious collection of the 1989 colorways of the Air Jordan 5 via Sneaker Files
First debuting in 1988, the Air Jordan 3 released in four colorways: the Black Cement, White Cement, True Blue, and Fire Red. Similarly, a year later in 1989, the Air Jordan 4 debuted in four colorways: the Bred, the White Cement, the Military Blue, and the Fire Red. In 1990, Air Jordan repeated the pattern, releasing four original colorways for the Air Jordan 5: the Metallic, the Grape, and, interestingly, two renditions of the Fire Red. The Air Jordan 6 of 1991 would break the pattern of the Fire Red colorway, creating a new icon in its own right, but the legend of the Fire Red was established.
The pattern was evident, and as the sneaker world evolved, the sneakers just mentioned grew to receive the nicknames they so famously carry now.
Nicknames, then, became a habit. Be it later in the 1990s through the beloved Air Max Line- take the Neons, Silver Bullets, Gundams, and so on for example. The pocket within Nike that has probably benefited the most from nicknames, though, is Nike Skateboarding divisions. Be it the brand’s early days with the Pro B line or the massive culture-shifting Nike SB, nicknames have allowed sneakers created from within that pocket to live in for generations.
Through collaborations and creative nicknaming- Nike SB helped to develop its rich history and popularity, via Hypebeast
Am I saying the Jedi Nike SB Dunk Low would not exist without the Fire Reds or the Cement nicknames? Absolutely not. But considering the lore of that sneaker, and the fact that it was never an official collaboration, it is evident that the Jedi’s benefited extremely from the inspiration and nickname that the sneaker has.
Old habits die hard, and although many things have changed since 1989, nicknaming sneakers has not. And it is not likely to do so. Whether it be because of sneaker heads’ need for connectivity or a brand’s need for marketability, these terms of endearment are here to stay.
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One of those pieces of nickname history makes its return this weekend.
The successful celebration of the 35th anniversary of the Air Jordan 5 continues in style- with the return of the black-tongue rendition of the 1989 sneaker. Its impact was built on the court, and its legacy has been sustained off of it- whether it be in popular culture or in its role in helping change sneaker naming conventions forever.
Last seen in the original form in 2013, a low-top rendition released in 2016, the Fire Red 5 is expected to return this Saturday, September 13th, via SNKRS and participating Jordan Brand retailers like Foot Locker and Dicks Sporting Goods.
Official Images courtesy of SNKRS
